Chapter 8 Developing a Global Vision through Marketing Research
158
True/False Questions
2.
Marketing planning is traditionally defined as the systematic gathering, recording, and analyzing of
data to provide information useful in marketing decision making.
Answer: False Type: Definition
5.
A detailed analysis of market conditions (by market segment) that is faced by a company or division
(including international situations) would be found in overview of market conditions sections of a
planning report.
Answer: True Type: Comprehension
14.
It is generally better to collect primary data before turning to secondary data because of the increased
reliability and validity of primary data.
Answer: False Type: Comprehension
16.
Qualitative research is used in international marketing research to formulate and define a problem
more clearly and to determine relevant questions to be examined in subsequent research.
Answer: True Type: Comprehension
17.
Most problems in collecting primary data in international marketing research stem from the
excessive cost of primary research in these markets.
Answer: False Type: Fact
18.
With respect to international marketing research, cultural differences offer the best explanation for
the unwillingness or the inability of many to respond to research surveys.
Answer: True Type: Comprehension
22.
In
back translation
the questionnaire is translated from one language to another, and then a
secondary party translates it back into the original.
Answer: True Type: Definition
23.
In
parallel translation
the questionnaire is developed at the same time as promotional messages are
developed to ensure language parallels.
Answer: False Type: Definition